More than 40% of U.S. adults cite apparel shopping as one of their hobbies. Here’s a look at who they are, their motivations and how best to market to them.
An astounding 96% of adults and 95% of teens admit to participating in “retail therapy.” Among the categories that these individuals most frequently shop to make themselves feel happier, apparel is tops. That means today’s retail e-commerce marketing leaders need to be thinking about how they appeal to not only the shopper who needs new clothes but also to the shopper who buys apparel as a hobby.
In this State of the Consumer Insight Snapshot, Resonate shares an in-depth look at the demographics, psychographics, brand affinities and media habits of people who say they shop for apparel as a hobby—as well as how today’s e-commerce apparel marketers can better reach them. For the analysis, Resonate tapped into its consumer intelligence marketing platform (covering more than 10,000 attributes representing 185 million people in the U.S.) to better understand the values and motivations of this significant group of consumers.
Overview: Apparel-Shopping Hobbyists
An estimated 41.9% of U.S. adults (76.9 million people) cite apparel shopping as one of their hobbies. This group tends to skew female, though not as overwhelmingly as marketers might think. In general, this audience is a young, wealthy, family-oriented group that is heavily driven by their personal values of self-fulfillment, shared experiences and a sense of belonging. These shoppers are optimists with a desire for excitement and romance in their day-to-day lives, and retailers can feed into these psychological drivers within their messaging. Upbeat messaging and creative that show apparel in a social context are likely to connect with this active audience.